Native advertising as a new public relations tactic
Native advertising as a new public relations tactic
Using a pretest and posttest online experiment (N = 105), this study empirically explored the impact of native advertising sponsorship disclosure on organization–public relationships (OPR), credibility, brand attitude, and attitude toward the advertisement. Credibility and brand attitude predicted the two OPR factors; however, OPR was not affected by participants’ cognizance of ad sponsorship/disclosure. Brand attitude for obviously sponsored (e.g., ad disclosed) content decreased slightly. However, the presence or absence of sponsorship did not significantly influence either credibility or attitudes toward the advertisement itself. The study also examined perceived information utility.
Related Research
-
“for the outstanding work ethics and studies of the Turkish drama phenomenon in Latin America”Carolina Acosta-Alzuru received an award/recognition “for the outstanding work ethics and studies of the Turkish drama phenomenon in Latin America” at a gala celebrating the 10 years of Turkish content success […]
-
Ethical leadership and influence building: An examination of female public relations’ perceptions on preparedness, role modeling, and influence strategiesAbstract: Practices of ethical leadership in public relations can be context-specific but they can influence organizational effectiveness. By conducting a national survey, this study examines female public relations professionals’ perspectives […]